Recently, we’ve been explaining how our systems and policies stop unwanted ads from showing on Google and elsewhere. One part of these efforts is our constant review of our policies for advertisers, to make sure they keep up with evolving practices on the web that can harm users’ experiences.

We regularly update our AdWords policies, clarify what they mean, and step up their enforcement where needed to ensure the best experience for our users and business partners. This year, we’ve already rolled out more than 30 updates to our policies, and today we’re updating our AdWords policies on Software Principles, Arbitrage, Advertiser Claims, and Relevance, Clarity and Accuracy. We’re announcing these updates now to enable advertisers to review their accounts and ensure that they’re in compliance; they’ll come into effect on October 15.

Details of these updates can be found here, along with more information for advertisers about how they can come into compliance with our policies. Here’s a quick overview:

We've added several specific examples of the kinds of advertiser behavior typically associated with arbitrage (sites that are designed solely or predominantly to show ads).

We've made it even clearer how advertisers must be fully transparent in their ads when describing the experiences on their landing pages.

We've beefed up our rules about the use of keyword insertion in ads.

We've reworked our AdWords policy governing Software Principles to ensure that users are given important information before downloading software on their computers and that the software is not harmful or hard-to-uninstall. We're also starting to make updates for various AdSense partners who have individual agreements.

The web and its ecosystem of advertisers, publishers, and users continue to evolve rapidly. Over time, practices develop that can lead to a negative experience for users. In addition, some actors become more sophisticated in their ability to defeat the intent of our policies. Today’s changes make the guidance clearer for everyone and tighten the rules and enforcement needed to keep the online advertising ecosystem clear, consistent, and useful for consumers. The bottom line is that these revised policies and increased enforcement will help provide everyone with a safer, more trustworthy experience online.

Posted by Mansi Goel, Global Advertising Policy LeadUpdated February 1 to refer to the commencement of AdSense updates